Direct Mail Strategy: Hook Them With Your Copy
• In direct mail, the brochure replaces a sales demonstration, seeing the product on the shelf or actually holding it, so it naturally should be more visual than the letter.
Make your brochure sales story more involving for the reader by including charts, graphs, product demonstration photos with captions, test results, and testimonials that support benefit statements made in the letter. Refer people to the brochure from the letter. And remember not all people read your copy in the same order you wrote it. Some read the letter first, others go to the brochure first; some read only the letter or only the brochure; some read both.
Whether you’re a writer or approving manager, you’ve got to remember that few people take the time to read all the copy top-to-bottom, inside-and-out. That’s why it’s so important to apply these tricks of the trade to keep them reading and wanting to know more.